An estimated 3.5% of adults in the United States identify as lesbian, gay, or bisexual and an estimated 0.3% of adults are transgender. While this may sound relatively minimal, this translates to approximately 9 million LGBTQIA+ Americans, a figure roughly equivalent to the population of New Jersey.
Including the LGBTQIA+ community in advertising efforts is mostly about NOT being offensive or exclusive. The needs for this demographic are pretty minimal and often times, displaying “the rainbow” with a simple and positive message of inclusion is all that is required to create a loyal customer. Many businesses shy away from including or targeting this unique audience wanting to remain unbiased on the subject, however the LGBTQIA+ community is large and loyal, more so than most demographics, which is a consideration many businesses haven’t accounted for. Because most LGBTQIA+ individuals feel excluded or judged by society, a simple nod to inclusion feels like a giant gesture – this audience will be your best word of mouth advertising or your biggest enemy depending on your public stance.
This does not mean that all advertising materials need to include rainbows or that you need to publicly defend political or religious beliefs. Subtle nods at appropriate times such as Pride day are often enough and as long as staff interactions and any written materials are not offensive or exclusive, this demographic is satisfied and will absorb messaging in advertising materials without bias.
To target this demographic specifically, it becomes important to visually represent the community. Models in photographs should be a bit more alternative in appearance and aesthetics should be fashionable, trendy, or artistic. In addition to visually reflecting the community, advertising should reflect values this group is known for such as freedom of expression, individuality, and inclusiveness.
Statistics provided by: https://williamsinstitute.law.ucla.edu/wp-content/uploads/Gates-How-Many-People-LGBT-Apr-2011.pdf